On Social Contagion in Gamification

Abstract

Social connections shape our behaviour because of peer pressure and social contagion. This phenomenon is amplified in online networks by particularly influential individuals: influencers. Although this concept originated in social media, recent research shows how influencers can also exist in games and affect players' long-term retention. Prolonged retention caused by influencers could benefit gameful systems, especially if the system's goal is positive behavioural change. Retention is desirable because it can aid in internalizing new habits. Therefore, we investigated retention influencers' presence within a location-based persuasive gamified system (Play&Go) and their influence on other behaviours (i.e., the pursuit of a gamification goal), via social network analysis techniques. Results show how retention influencers exist in Play&Go and how studying different influence types (which push the systems' goals) may lead to different influencer groups. Our findings emphasize the importance of social mechanics in location-based gamification and discuss the value of understanding a player community to improve game design.